Cycling

Lance Armstrong Signs New Endorsement Deal

April 29th, 2010 | Posted by Queen of Sports in Cycling,Endorsement Deals,Food | 1 Comment

Cyclist Lance Armstrong has signed a new deal with Honey Stinger, an 8-year-old natural food company based in Steamboat Springs whose honey-based products include energy gels, bars and chews.

“I’m at a point in my life where I don’t need anything professionally, financially or personally,” said Lance. “I’d rather be with businesses who have products I believe in, and just as importantly, people I believe in behind them.”

Honey Stinger was launched by Bill Gamber, an entrepreneur and athlete, in 2002, as a natural extension to his family’s business. His grandfather founded Dutch Gold Honey and invented that familiar plastic honey bear design in 1957.

Honey Stinger was launched during a period of time where making nutritional bars were so hot that more than 1,000 new bars launched in the US within two years of its founding. But by sticking to its niche and growing small, mainly in bike and sporting goods retailers like REI, Gamber says the brand has grown every year.

Check out Honey Stinger here.

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